Vernacular AdvertisingGlocal v/s Regcal Approach

Presenter: Megha Gupta

PGDPC XV

V/s

Definition

Using a local language or dialect native to a region or country rather than a literary,

cultured, or foreign language

In simpler terms

Global

Glocal

Regcal

Lingo blunders

• Electrolux in an American Ad campaign:“Nothing sucks like an Electrolux”

• Coca-Cola in China:Ke-kou-ke-la

“bite the wax tadpole” or “female horse stuffed with wax”

• Pepsi in Taiwan“Come alive with the Pepsi Generation” came

out as “Pepsi will bring your ancestors back from the dead”

• KFC in China“finger-lickin’good” came out as “eat

your fingers off”

• Nova in S.AmericaNo va means “it won’t go”

• Pen in Mexico“It wont leak in your pocket and make you

pregnant”

Universal imperatives

• A sign of progress• Don't just talk, engage

• Speaking to the target audience• Tap in, tune in

Current Scenario

• Better understanding of the impact of local language on advertising

• Talking with your audience V/S engaging them in a “BRAND CONVERSATION”

• Local Indian partners for international advertising firms

• Mumbai, no more the centre of advertising business

Not a new concept

• Horlicks- East and South

• Kaya- 'need-based communication‘

Vernacular Content market in India

English

level

English literacy level

Let’s dig in!

A common myth:Vernacular content should be restricted to

radio

Scope for“Vernacularity”

Hindi and other regional language newspapers surpass English newspapers in terms of

readership

The Rulers

A similar story…

Growing popularity

Multinational brands picking the model to penetrate into rural India

The rise of regionalism

• With increase in consumption, demand for local increases

• Media rates are much higher in the metros, the shift in spends is significant

• National brand decides to go 'regional' to take market share away from strong local players or price warriors

• And vice versa

Bi-lingual advertising

Advertisements have to walk a fine line between incorporating Indian languages and avoiding

the stigma of ‘poor language’

The josh machine

Taste bhi, health bhi

Mirchi sunne wale always khush

Which advertisements grab your immediate attention?

If you talk to a man in a language he understands, that goes to his head

but

If you talk to him in his own language it goes to his heart

???

Does it become any less irritating when they speak to you in your own language?

Do you find "great deals", "exclusive packages" and "today only" offers any more persuasive

when they are in your dialect?

Idea trumps language

• How about a bad concept in immaculate regional language?

• If a concept is right, let's not debate language

Thin line of difference

Translation

Adaptation

• Virgin Mobile Tamil & Hindi Ad

The common way

• Keep the plot similar, change the protagonist

• L'Oreal- Penelope and Aishwarya

• Thanda matlab Coca Cola Campaign- Aamir and Vikram

Reasons for poor adaptation

• An advertising agency do not have a rainbow team to cater to a rainbow nation

• Translators are hired and not ‘adaptors’!

South African research

To explore whether or not consumers can recall vernacular ads?

phase study

• Phase I: Qualitative research Five 2 hour focus groups

• Phase II: Quantitative research 400 Ad hoc study

Outcome

• Respondents did remember seeing vernacular content, news being the most cited example

• Top of mind vernacular advertising was almost non-existent

LSM A’s response

• 46% of respondents claimed to see vernacular advertising

• Almost half could not remember what ads they had seen

• Few did mention vernacular but what they remembered was an eclectic mix

LSM B’s response

• 50% claimed to see vernacular advertising

• Nearly all (87%) could verify by recalling the exact advertisement and brand

No formula

• Don't translate from English, create proper vernacular scripts instead

• Use the right dialect

• Simple language is best - don't confuse consumers

…

• Use the right characters

• And make it catchy/entertaining

What would you prefer-

The creative pie

Which advertisements do you think are more

reliable?

Quantum of effort

• Potential size of the market

• Extent of the brand's penetration

Popularity stakes

• Tamil Nadu, Andhra Pradesh and West Bengal

• Maharashtra, Karnataka and Kerala

Active categories

• FMCG & Colas

• Talcum powder in South India and skin care products in West Bengal

• Luxury brands- Rural Punjab

Straight from the horse’s mouth

• Vernacular advertising is considered non- premium

• Does not work with certain categories/ brands/ images

• Depends on whether you want to be aspirational, confrontational or congregational

Responses

No. of respondents:

: 51%

: 49%

1

How many languages are known to you?

What do you do when an advertisement comes while

watching T.V?

Zip the channel

Put the medium in mute mode and start doing my work

Watch the advertisements

Watch the advertisements if the product is meant for me

7

5

13

16

When did you last see an advertisement in your

regional language?

Which medium did you see/hear it on?

Advertisement in local language as per you, is

most suited to-

How often do you come across such regional

language ads?

Would you prefer seeing advertisements in your

local dialect?

What are you likely to remember more?

What according to you persuades more?

Whom do you think the advertisements in regional

languages target?

Which genre of advertisements fit better in regional language bracket?

Living away from your home town, would you still like to hear or see advertisements in your language?

Definitely29%

May be61%

Never10%

Regional ads for you symbolize-

Conclusion

To be or not to be depends on:

1.Target Audience2.Brand Image

Acknowledgements

• Parents & Almighty

• The Delhi School of Communication

• Prof. Ramola Kumar

• Miss Rupanjali Lahiri

…

• My friends- PGDPC XV

• Seniors- PGDPC XIV

• Respondents

• Miss Sony Kumari, Miss Piyali and Miss Sunaina Chaturvedi

…

• Shaukinder Bhaiya, Vijay Bhaiya

• PGDPC XVI